staffordshire | 5th july 2018 email marketing best …...email marketing best practices the national...
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Email Marketing Best Practices The National Hotel Marketing Conference 2018
Staffordshire | 5th July 2018
Sofia TappaGeneral Manager EMEA at Revinate
● Hospitality Technology
● Email Marketing
● Electronic Distribution & Connectivity
● Account Management & Implementations
Mathias SalebornDirector at Luxury Hotel Partners Ltd
● Sales & Marketing
● Revenue Management
● Brand Strategy
● Business Development
Today You Will Learn...
Why hotels should practice email marketing
How to ensure your emails get delivered
How to create campaign that engage
How to maintain your database
3
How to measure success
Email MarketingDead or alive?
Number of Email Accounts
5
Predicted in 2021 4.1B
3.7B Worldwide today
Source: Radicati Group
Consumer Acceptance
6
3x higher conversion rates than social
media, with a 17% higher value in
the conversion
of consumers prefer promotions
through email, compared to 17%
through social media
Sources: MarketingSherpa, McKinsey & Company
72%
Advantages and GoalsWhat’s in it for hotels?
Advantages
Reduces Cost of Bookings
Leverages Your Assets
Get Results Quickly
8
Easily Measurable
Goals
Create and Increase Brand Awareness
Drive Traffic to your website
Boost Repeat Business & Inspire Loyalty
9
Drive Revenue and Profits
The Customer Journey
Customer Journey Map
1. INSPIRATION 2. RESEARCH
3. BOOKING
5. ON-PROPERTY 4. PRE-ARRIVAL
6. POST-STAY
SocialMediaEmail Blog
Email Surveys Reviews
Email Reviews Social Website
SearchReviews Online Ads
OTAs
Email Phone
Email Social
11
Stage 1: Inspiration1. INSPIRATION 2. RESEARCH
3. BOOKING
5. ON-PROPERTY 4. PRE-ARRIVAL
6. POST-STAY
Inspiration
13
Put your PMS data to work
• Send relevant messages to “Smart Segments” trapped within database
• Stay top-of-mind year-round
• Reward loyalty with exclusive offers
• Sell, sell fun!
Average open rate 18.5%
LOW DEMAND DRIVER
REAL CUSTOMER EXAMPLES
LAST-MINUTE LOCALS OFFER
Stage 3: Booking1. INSPIRATION 2. RESEARCH
3. BOOKING
5. ON-PROPERTY 4. PRE-ARRIVAL
6. POST-STAY
Booking
15
Reinforce your brand from the start
• Build guest enthusiasm with clean, on-brand confirmations
• Use dynamic content to send unique content and images from one email to each recipient based on PMS data (e.g., rate code, room category)
Stage 4: Pre-Arrival1. INSPIRATION 2. RESEARCH
3. BOOKING
5. ON-PROPERTY 4. PRE-ARRIVAL
6. POST-STAY
Pre-Arrival
17
Set the tone for a memorable stay
• Leverage guest enthusiasm for upcoming stay
• Drive ancillary revenue through upsells and upgrades
• Promote on-property amenities and destination activities
Average open rate of 57% (60%+ when “upgrade” included in subject)
PRE-ARRIVAL (UPGRADE) PRE-ARRIVAL (INFORMATION)
Pre-Arrival Letters
18
57%Average
Open Rate
15.5%Click-Through
Rate (CTR)
Send pre-arrivals 3 days and 7 days before check-in for the best open rates:
7 days
60%3 days
60%
6Days
Before
5Days
Before
4Days
Before
2Days
Before
1 day
45.65%
CHECK-IN
Upsells and Upgrades
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61.3%Average
Open Rate
30.2%Click-Through
Rate (CTR)
5% higher than emails without upgrade subject lines
The best-performing pre-arrivals use the word ‘upgrade’ in the subject line
17% higher CTR than emails without ‘upgrade’ CTA
Include an actionable CTA
Stage 5: On-Property1. INSPIRATION 2. RESEARCH
3. BOOKING
5. ON-PROPERTY 4. PRE-ARRIVAL
6. POST-STAY
On-Property
Stay connected with guests when it matters the most
• Send personalized welcome message
• Mitigate negative reviews by providing management contact details
• Drive ancillary revenue with offers on amenities
• Communicate ‘need-to-know-now’ information
Average open rate of 48%
21
Stage 6: Post-Stay1. INSPIRATION 2. RESEARCH
3. BOOKING
5. ON-PROPERTY 4. PRE-ARRIVAL
6. POST-STAY
Post-Stay
Turn guests into advocates and third-party bookers into direct-for-life customers
• Express gratitude and keep guest engaged, even after checkout
• Incentivize OTA guests to book next visit directly
• Solicit guest feedback
Average open rate of 33%
30-Day Winback Campaigns
24
33%Average
Open Rate
2.41%Click-Through
Rate (CTR)
Send winback campaigns 7 days and 2 days after checkout
7 days
44.7%Average
Open Rate
6.6%Click-Through
Rate (CTR)
2 days
43.9%Average
Open Rate
4.2%Click-Through
Rate (CTR)
Deliverability Optimize email deliverability and avoid spam filters
Deliverability is declining
Emails delivered in 2014
Emails delivered in 2015
Emails delivered in 2016
79%
82%
76%
26
Emails delivered in 2017 77%
Sender Reputation
Database Maintenance
Key Factors
27
What is Sender Reputation?
It’s like your credit score
It’s a trust indicator used by mailbox providers to
determine which emails get delivered and which
emails go to SPAM. Based on the following factors:
• Complaints from recipients
• Inconsistencies in sending patterns
• List accuracy
• Subscriber engagement
• Content
28
Why database maintenance matters?
20% A bounce rate over 20% can
dramatically harm your
deliverability and ISP reputation
Sources: Act-On, Exact Target
30% of subscribers change email
addresses annually
29
List Hygiene & Email Acquisition
Clean your contact lists regularly to maintain a good sender reputation
• Remove generic addresses
• Correct misspelled domains
• Remove duplicate addresses
• Remove inactive users
• Capture missing emails at the front desk
• Encourage visitors to opt-in on your website
• Avoid purchased lists
30
EngagementGetting recipients to interact with your content
Low Engagement Hurts Sender Score
68% of consumers delete unwanted email
Source: Hubspot
58% of consumers unsubscribe when they get unwanted email
49% of consumers mark unwanted email as spam
32
Segmentation Email Anatomy
Engagement Key Factors
33
Segmentation drives higher engagement and revenue
20% Higher open rates
Source: Revinate, 2017 Customer Data
70% Higher click-thru rates
73% Higher revenue per recipient
34
Leveraging data to build targeted audiences:
1. Number of Stays
2. Room Rate
3. Families
4. Room Types
5. Channels
6. Rate Codes
7. Stay Date Ranges
8. Check-in/Check-out Dates
9. Geography (Country, State, City)
10. Total Spend
11. Language
12. Food and Beverage Spend
35
36
Optimizing Open Rates
69% of email recipients report email as spam solely based on the subject line
33% of recipients open an email based on subject line alone
Sources: Convince and Convert
37
Subject Line Tips
Use a minimum of two of these in every subject line to ensure your it’s appealing.
Curiosity
Urgency
Relevance
Value
Emotion
38
Subject Line Tips
Things to avoid• All caps• Exclamation points• Being too “salesy” • >45 characters• Getting cut-off at an awkward place • Awkward pre-headers
39
The principle of scarcity“Early access just for you!”
1
40
Social proof is a motivator“Everyone is talking about it”
People respond to personal relevance “We’ve got a dish just for your taste”
2
3
3 Secrets of Human Behaviour
Email StrategyPlanning your email calendar
Three Categories
HolidaysSeasonal Automated
42
Before You Press SendHow to make sure you campaigns go out with zero errors
Campaign Checklist
44
Measuring Results
Final Thoughts
“The future is permission marketing and the privilege of delivering anticipated, personal
and relevant messages to people who actually want to get them.”
Seth Godin | Author, Marketer, Entrepreneur and Blogger
46
Q & A